Whisky the Top Choice of Drink in India
Indians love drinking whisky. India consumes approximately 1.5 billion litres of whisky. This accounts for a remarkable 15% of the total alcohol consumption in India.
According to recent figures, there has been considerable growth of some of the whisky brands in the Indian market. Officer’s Choice contributes to an increased consumption of 4%, mainly between 2013 and 2014. This definitely raises the question of how whisky became one of the top selling spirits in India. The growth has been propelled by the consumption of both local and scotch whiskies. Scotch alone is expected to contribute 10.5 million cases to the total rise in whisky consumption.
In 2014, one of the most popular whisky brands, Officer’s Choice sold approximately 28.4 million 9-liter cases. That is equivalent to about 255 million litres. Another milestone was achieved when Johnnie Walker sold 17.9 million cases that same year. The two combined outsold Smirnoff’s vodka, which sold only 25.6 million cases.
With 2015’s new releases, there are limited editions that deserve a permanent spot in a cabinet of a discerning drinker. The Glenlivet Founder’s Reserve is one of the new add-ons to the core collection. This “no age statement” scotch is a perfect mixture of Speyside single malts. Another spot to this limited edition goes to Laphroaig Cairdeas, commemorating Laphroaig’s 200th anniversary.
Going by International Wine and Spirits Research’s (IWSR) conjecture, over the next five years Indian whiskies including scotch will definitely be among the largest contributors of growth to the global whisky market. Whisky fanatics are definitely a more evolved lot. Some of them surely know their stuff. Topping it all, on a Google analysis run by the Drinks Business it was learnt that whisky is the most searched-for cocktail of India. This definitely calls for celebrations. Cheers!
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